Abstract:

The rapid proliferation of digital technologies and smartphone penetration has significantly transformed the service delivery landscape, particularly in the domain of online home services such as cleaning, plumbing, electrical repairs, beauty, and maintenance. Platforms like Urban Company and Housejoy have revolutionised how consumers access and experience household services by offering convenience, transparency, and standardised service quality. In this evolving digital ecosystem, understanding consumer satisfaction has become a critical concern for service providers seeking long-term sustainability and competitive advantage. This study aims to examine the impact of demographic factors on consumer satisfaction towards online home services. The research specifically focuses on variables such as age, gender, income, education, and occupation, and analyses how these factors influence satisfaction levels. A structured questionnaire-based survey method is employed to collect primary data from respondents, while statistical tools such as descriptive analysis, correlation, and regression analysis are used to derive meaningful insights. The study adopts a quantitative research approach to ensure objectivity and reliability in findings.

The results of the study indicate that demographic characteristics significantly influence consumer satisfaction levels. In particular, variables such as income and age exhibit a strong and statistically significant relationship with satisfaction, suggesting that purchasing power and generational preferences play a crucial role in shaping user experiences. Additionally, factors such as service quality, convenience, reliability, and responsiveness are found to mediate the relationship between demographics and satisfaction. Furthermore, the study highlights that consumers with higher income levels tend to prioritise quality and professionalism, whereas younger users are more inclined towards convenience and digital interface usability. The findings also reveal that education level contributes to awareness and expectations regarding service standards. These insights emphasise the need for service providers to adopt a segmented marketing approach and personalise their offerings based on demographic characteristics. The study contributes to the existing literature by providing empirical evidence in the relatively under-researched area of online home services in the Indian context. It offers practical implications for platform developers, service providers, and policymakers to enhance customer satisfaction through targeted strategies. The research also opens avenues for further studies on behavioural and psychological factors influencing digital service consumption.

Keywords:

Consumer Satisfaction, Demographic Factors, Online Home Services, Customer Behaviour, Service Quality, Digital Platforms

Aim/Objectives

Methods